Customers begin in the awareness phase when they have an issue or need and seek a solution. Customers are here looking for informative material regarding services that will help them address their concerns. At this stage, these customers want insights over promotional material. It is at this stage that the marketing teams must demonstrate how their services can meet the demands of customers by showcasing the advantages.
At this stage, the customers will be evaluating and comparing the offers from several vendors. They will actively engage with
brands they are already interested in or have heard about from others.
CX teams must interact with customers emotionally here. Blogs,
success stories, email newsletters, testimonials, etc will all help.
If marketing teams can address the customers’ pain points, then they
will be moving those customers to the next stage of the customer experience.
People entering the customer journey at this phase have initially seen demos, requested quotes, or have interacted with the sales team already. At this stage, the customer has already shortlisted brands. A robust sales process and effective case studies provide a company with a competitive advantage. An introduction to an existing client as a reference will allow for peer conversations outside of the sales process. A solid relationship and rapport from the CX teams will be leveraged here.
Marketing teams should determine the proper content, dialogue, tone, and platform for customer interaction. Brands that understand the customer journey from the perspective of the customer will be able to determine what works and what doesn’t. This knowledge should be used to make amendments for the future.
Customer retention is less expensive than new customer acquisition. Customers are more likely to return and promote positive word-of-mouth if brands provide a positive CX and high-quality services. Successful brands continue to connect with customers post-sales to increase the chances of a greater customer lifecycle value with recurring business. During this phase, brands will communicate regularly with their customers about the loyalty programme, knowledge share sessions, and new product updates. Regular communication will result in greater customer involvement, as well as enhanced knowledge and value addition to the customers.
This stage comes after excellent CX. Customers who have positive experiences with a brand and its products and services will become outspoken brand champions for the brand. Word-of-mouth marketing from existing customers will bring in new customers. Many people base their purchasing decisions on case studies and success stories from their peers. Inviting customers to participate in a case study or to complete a Net Promoter Score survey will show how they feel about the brand. These surveys and chats will aid in learning and understanding what works and what doesn’t. This also promotes the customers’ voice.
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